ter (X) introduces new features that will increase control and safety for marketers //
X (formerly Twitter) has introduced two new features that will improve the safety of brands and give advertisers more control.
Over the next few months, the X Advertiser Manager will roll out Sensitivity Setting and an Enhanced Blocklist to all customers.
Linda Yaccarino is the Managing Director at X.
- “This announcement reinforces our commitment towards brand safety. In the last nine-months, X has developed all of its third-party partnership and advertiser control systems. Our teams and partners are to be thanked! “More progress to come.”
Why we care. It is crucial to ensure that your ad is placed in the correct place, not just for reach but also your brand’s image. Your ad could cause serious damage to your brand if it appears next to something that is inappropriate or has a message which contradicts the beliefs and values of your company.
What are Sensitivity Setting? This automated solution allows brands to choose the best balance between reach, suitability and ad placement. The tool uses machine-learning to reduce the proximity to different types content based on a brand’s sensitivity threshold.
What does an Enhanced Blocklist mean? An Enhanced blocklist is a feature that helps advertisers avoid appearing near unsafe keywords on the Home Timeline, such as ‘You’ or ‘Following.
What has X stated? X announced its new features on its blog. A spokesperson stated:
- We are expanding our industry leading partnerships and Adjacency controls capabilities to help advertisers meet their unique suitability requirements in a more automated and scaled way. These new capabilities work together to unlock a higher level of adjacency security for X advertisers.
- These new solutions represent important milestones for our ongoing brand safety and suitability initiatives. X is dedicated to giving advertisers greater control and transparency. We’ll keep developing new capabilities for advertisers.
Learn more about by visiting X’s website and reading its announcement.
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